Plan your expenses and deductions strategically each year
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Maintain accurate and organized financial records for easy reporting
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Personalized Marketing: AI helps in analyzing customer data to create personalized marketing campaigns
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Grace Creative LA was founded five years ago by Kathy Sjogren and Susan Colby to address the lack of marketing targeted at the 50+ demographic. Both women, seasoned professionals in advertising and marketing, had worked with top companies like Disney and Chiat/Day. However, as they aged out of traditional agency roles, they noticed a glaring gap in the market: the underrepresentation of women over 50. This realization inspired them to create a creative agency focused on this overlooked and powerful audience.
“A lot of younger people have a tendency to think if you are 50 you look 80,” said Susan, highlighting a common misconception. This demographic is often invisible in marketing, leading to a societal disconnect from what people in this age group actually look and feel like. Grace Creative LA aims to change this with campaigns that make this demographic more visible and embrace the untapped market of consumers who have been overlooked for too long.
Harnessing the Power of Experience
One of the reasons for the limited focus on the 50+ demographic in advertising is that younger professionals often lack the experience to understand or represent this age group effectively.
As Susan points out, “It's very difficult for younger people to reflect our experience through the lens of age if you haven't been there. I've been your age but you have never been mine. It is not to say we are better - but we have been there.”
This insight drives Grace Creative LA’s mission to authentically connect with and represent this audience.
Similarly, GetSetUp provides a platform where learners over 50 can share their wisdom and experience with others. The platform empowers this age group by offering classes taught by peers who truly understand their needs and challenges. For instance, GetSetUp Guide Jennifer Kimball leads classes on topics like "Dementia: Conquering the Challenges of Caregiving" and hosts the "Social Hour - Dementia Caregiver's Unite," where learners can connect, share, and support each other through similar life experiences.
Changing the Narrative on Age
Grace Creative LA is committed to educating brands about the power of the 50+ market. Susan explains,
“You get to a point when you are 50 and you have got all these skills and talents and you think - 'Now I want to use them towards something I care about.' Plus when you look at the numbers - women over 50 hold the buying power and make 87% of the household buying decisions. They are the most empowered consumers in history, and companies spend very little time talking to them.”
This realization is at the heart of Grace Creative LA’s campaigns, which aim to portray women over 50 in a way that is empowering, respectful, and authentic.
GetSetUp aligns with this mission by providing women over 50 with opportunities to continue learning, sharing, and growing. The platform enables them to leverage their life experiences and skills, whether through teaching, learning new subjects, or engaging with a community that values their contributions.
Join the Movement
Grace Creative LA’s Age Anthem, sparked by the pandemic, has turned into a movement. Their video campaign, #AgeisNOTjustaNumber, features real women aged 45-70 sharing their stories, wisdom, and accomplishments. The campaign challenges ageism and empowers women to own their age proudly.
As Kathy notes, “It is very deflating for anyone who has accomplished so much to suddenly be reduced to a number. Like what they did doesn’t matter. You are discounted so much of the time.”
You can join this campaign by embracing the belief that age is filled with powerful knowledge, experience, and achievement. GetSetUp continues this fight against ageism by offering a platform where learners can find purpose, connection, and empowerment in their later years.
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